How well do you really know your
AUDIENCE?
Explore your consumer response to your marketing campaign with…
Marketing analytics for UK small businesses. Know what works. Do more of it.
We set up the tracking, dashboards and testing that turn marketing from a cost into an investment you can prove: GA4 and conversion tracking done properly, one dashboard for every channel, and a simple rhythm of test, learn and improve.
for Coston Funeral Home
for Ferndale Garden Centre
for a single sprint
You can't improve what you can't measure.
Most small businesses can't say which marketing brings in customers. So they spend on gut feel, can't justify the budget, and keep paying for things that don't work because nothing tells them otherwise.
Book a free 30-min callYou don't know which channels bring in revenue
Likes, reach and visits aren't revenue. Without tracking connected to your CRM, you can't see what's actually working.
Your GA4 is set up wrong, or not at all
Default setups miss the actions that matter, like calls, form fills and bookings. We track the things that make you money.
You're guessing, not testing
Testing headlines, calls to action, landing pages and emails is the quickest way to improve results. We make it a habit.
You're paying for channels you can't prove
Without measurement you can't cut what wastes money or back what works. We give you the evidence for every decision.
The 5 numbers every small business should know
Forget 40-metric reports. If you know these five, you can make almost every marketing decision with confidence.
Where each customer came from
Google, social, referral, repeat. If you don't record the source, you can't back the winners.
SourceCost per lead
What you spend on a channel divided by the enquiries it brings. The first number to compare channels on.
EfficiencyLead to customer rate
Out of every 10 enquiries, how many buy? Often the cheapest number to improve.
ConversionCustomer value
What a typical customer spends with you over time, not just on the first order.
ValueCost to win a customer
Alex Hormozi's rule of thumb: customer value should be at least 3 times what it costs to win them.
ProfitWant to see yours? Put your numbers into our ROI calculator, or read how to evaluate marketing ROI.
Get your numbers set up →What's included in a Test and Measure sprint
Every sprint has a defined scope agreed in writing before we start. Here's what a typical Test and Measure sprint covers.
GA4 Setup and Configuration
Custom events, key events and audiences, so GA4 tracks the actions that matter to your business.
KPI Dashboard
One dashboard pulling from GA4, your CRM, social and ad accounts, showing the numbers that matter in one place.
Testing Framework
A simple system for testing your website, emails and ads, so you only act on real results.
Attribution Setup
Your marketing connected to your CRM, so you can see which channels led to each customer and budget accordingly.
Pixel and Tag Setup
Meta pixel, Google Ads conversion tracking, LinkedIn Insight Tag and TikTok pixel, installed and checked.
Monthly Reporting
What improved, what declined, what to do more of and what to stop. Plain English, no vanity metrics.
Measured results, start to finish
Real clients, tracked and improved over time. Click through for the full story.
Managed Google Ads continuously for over five years, tracking enquiries rather than just clicks.
Used the data to keep refining the campaigns, so performance held up month after month.
Kept enquiry volume at 62+ a month throughout, for enquiries worth up to $4,000 each.
Ferndale Garden Centre
72% year-on-year growth in online orders and page 1 for key terms.
Read the case study →Norman Broadbent
An independent marketing audit with priority-ranked fixes, ready for the board.
Read the case study →Business Lincolnshire
160+ registrations for a co-branded Scaling Up training programme.
Read the case study →How Test and Measure connects to the rest of your marketing
Test and Measure is the pillar that proves the other eleven. These are the ones it works with most. See all 12 pillars →
Ready to know what's actually working?
Book a free 30-minute call. We'll check your tracking, show you what your data is (and isn't) telling you, and tell you what to fix first, whether you work with us or not. Want a quick score first? Try the BIG12 Scorecard.
Test & Measure questions, answered
What is GA4 and why does my GA4 setup matter?
GA4 (Google Analytics 4) is Google's analytics platform for tracking website and app activity. Most default GA4 setups miss the specific events and conversions that matter to a business, so the data looks complete but actually tells you very little.
How do I set up GA4 properly?
Create the property correctly, define the custom events and conversion goals that match your business, set up audience segments, and add the custom dimensions that track what actually matters to you. Read the full step-by-step guide →
What should I be tracking if I'm not sure where to start?
Start with the actions that lead directly to revenue: form submissions, calls, bookings, purchases, and key page engagement. Everything else, likes, reach, generic visits, is a vanity metric until it's connected to one of these outcomes.
How do I know which marketing channel is actually driving revenue?
You need attribution tracking that connects your marketing channels to your CRM and sales pipeline, not just GA4 in isolation. Without that connection you can see traffic and clicks, but not which touchpoints actually influenced a sale.
Measured, improved, repeated
How the Test and Measure pillar has worked for our clients.
Coston Funeral Home
62+ enquiries a month, 5 years running.
Read the case study →Ferndale Garden Centre
72% more online orders and page 1 for key terms.
Read the case study →Business Lincolnshire
160+ registrations for a training programme.
Read the case study →Norman Broadbent
A board-ready marketing review, prioritised and actionable.
Read the case study →
Need help with understanding your Business Numbers?
“I’m happy to answer any questions and help you make the right decisions for you business.” - Stuart